Masterfoods has launched an innovative line of paper-based squeeze-on packs, making Australia the first nation to introduce this sustainable packaging solution.
As Australia’s favorite tomato sauce brand, MasterFoods is now trialing paper-recyclable single-serve tomato sauce packs. These new packs utilize 58% less plastic than the original packaging and can be recycled through traditional kerbside recycling systems.
Manufactured at Mars Food & Nutrition’s facility located in Wyong on the Central Coast, the MasterFoods Recyclable Squeeze-On Tomato Sauce packs demonstrate a commitment to sustainable food and beverage packaging.
According to MasterFoods, this groundbreaking innovation stems from five years of extensive research and development trials, with an investment of $3 million dedicated to the project thus far.
One of the brand’s top priorities was to maintain convenience, ensuring that “Tomato Sauce lovers should still be able to hold a pie in one hand and their sauce in the other.” To use the new packs, consumers simply locate the ‘this side up’ icon, pull the ends toward them, fold, and squeeze.
After use, consumers can conveniently place the empty paper-based pack into their recycling bin rather than general waste, promoting a more sustainable approach.
Bill Heague, General Manager of Mars Food & Nutrition Australia, emphasized that the trial of the paper-based MasterFoods Recyclable Squeeze-On Tomato Sauce packs “marks another important milestone in Mars’ sustainability journey,” highlighting the food industry’s essential role in advancing toward a circular economy.
He noted, “Currently, over 240 million of our MasterFoods Squeeze-On packs are used each year – that’s nine packs for every Australian.” Heage further explained, “We know that as we work towards more sustainable packaging, it’s important that we understand how it performs in market – with consumers, customers, and through the packaging value chain.”
This trial will facilitate a comprehensive understanding of the performance of the new paper-recyclable squeeze-on packs, allowing MasterFoods to leverage learned insights for future enhancements.
Heague also indicated that, “If we transition our full portfolio to this new format over time, Mars Australia would be set to eliminate around 190 tonnes of plastic from our value chain a year.”
The trial, developed in collaboration with the Australian Packaging Covenant Organisation (APCO), aims to gather crucial data on the new pack’s performance, including strategies for effectively educating consumers about recycling.
Chris Foley, CEO of APCO, remarked that MasterFoods’ Recyclable Squeeze-On Tomato Sauce packs serve as a prime example of innovation within the food and beverage packaging industry, working to meet sustainability targets.
Foley added, “By focusing on real-world testing, this trial will help ensure the packaging can be effectively recycled post-consumer use.” He expressed optimism in seeing the results and continued APCO support for achieving optimal environmental outcomes in packaging.
